Mumbai: Fashion and apparel brand Reliance Trends has partnered with creative marketing and advertising agency Social Panga to release a unique campaign with the onset of winter.
Conceptualised by Social Panga, the integrated campaign has been executed by production house The Yellow Shutter.
This integrated campaign attempts to capture the essence of winter and high fashion in Delhi NCR. The film is targeted at bringing the best of everyday high fashion to the audience, turning the very lifeline of the city, the Metro, into a ramp.
The campaign will be promoted across multiple platforms, including print, digital, and social media.
“The metro is an intrinsic part of the city; we found this to be a perfect setup to be the runway for winter fashion. The idea was to change the drab perception of winter that people have, wherein they repeat jackets, and to showcase the Trends winter collection in all its glory,” said Social Panga co-founder Gaurav Arora.
Reliance Trends COO Vipin Tyagi added, “Winters are an important part of every brand’s fashion calendar. But we wanted to do something that the city would remember. We wanted to show them that they could exercise high fashion even in their everyday life. And the campaign just fits the bill.”
Commenting on the campaign and ideation, Social Panga creative director Archana Sudarsan said, “This was an exciting one for us because the concept was so unique. The location added the extra flair, and the campaign truly redefines winter fashion in the modern Indian’s life.”
Mumbai: Dettol, a germ protection brand, has launched Dettol Antiseptic Cream in India. This ‘Made in India’ product is formulated and crafted specially to cater to the first aid needs of Indian consumers. In a company statement, Dettol revealed that a pack of 30 mg of Dettol Antiseptic Cream is priced at Rs 60 and is now available both online and offline pharmacies in India.
With the launch of this antiseptic cream, Dettol aims to create a niche for itself in the cuts and wounds segment, building on its existing antiseptic liquid heritage.
The company has also unveiled its new TVC, “Har Ghar ka First Aid,” to raise awareness about catching an infection by not addressing minor cuts or wounds.
As per NielsenIQ’s consumer research, only 56 per cent of consumers use any form of branded first aid products, while the remaining 44 per cent use basic home remedies or avoid applying anything, with a marginal few consulting a doctor.
Commenting on the product launch, Reckitt regional marketing director of South Asia – health & nutrition Dilen Gandhi said, “As market leaders, it is our responsibility to address consumer gaps with products that cater to the needs of the Indian consumer. Dettol antiseptic cream is an over-the-counter product that consumers can use to treat minor cuts and injuries and prevent the spread of infection on open wounds. With this cream, we want consumers to manage their first aid needs more effectively and efficiently. This ‘Made in India’ product is a simple and safe product built on Dettol’s iconic antiseptic liquid heritage.”
Mumbai: In a recently launched television commercial, “#SehatKiSunoNourishHiChuno” from Nourish, fitness icon and Bollywood actor Shilpa Shetty (aka Munki) is seen advising her on-screen and off-screen sister, Shamita Shetty (aka Tunki), on the benefits of consuming only unpolished pulses.
Conceptualised by Leads Brand Connect, the commercial reinforces the importance of choosing the healthiest and most nutritious range of unpolished pulses. The ad intends to showcase the reasons and importance of eating unpolished pulses in comparison to polished pulses.
In the opening scene of the ad, Shamita, dressed as a detective, is trying to look for the polished pulses from the dal box kept in the kitchen, to which Shilpa comments that she will not find any polished seed in the box as they consume Nourish pulses, which are 100 per cent unpolished, hygienic, and healthy. In the second scene, Shilpa advocates that Nourish pulses are nutritious and have high levels of protein. Being vacuum-packed and zip-locked, the freshness and hygiene of the pulses are maintained. Closing in on the lines
#SehatKiSunoNourishHiChuno, Munki puts an end to Tunki’s struggle to find polished dal in Nourish’s unpolished dal and tells her to be smart and make the right choice for her health.
“My staple lunch is always dal, chawal, and roti. I prefer food that is unpolished, high in fiber, and protein-enriched. What I like about Nourish is that its pulses are unpolished; it’s not about how it looks but what it does,” says Nourish’s brand ambassador Shilpa Shetty.
Speaking on the latest ad, BL Agro managing director Ashish Khandelwal commented, “We have always believed in offering nutrition and healthy foods to our customers. Through this ad, we intend to further highlight our uniqueness in packaging the unpolished pulses to keep their freshness intact.”
Leads Brand Connect managing director Richa Khandelwal added, “The ad takes a more quirky approach by showcasing Shilpa Shetty as the nutrition champion while Tunki (Shamita) is slightly jealous of the fact that Munki (Shilpa) is always right. We wanted to create an ad that can keep the viewers engaged to know what exactly Shamita is up to and then highlight the benefits of Nourish.”
With the release of this ad, BL Agro is running a contest called #NourishTunkiMunki on all its social media handles. The company intends to engage existing and prospective customers through this contest, where winners are chosen on a daily basis. The questions of the contest revolve around nutrition and food.
“The best part of the contest is that there will be not one but 100 winners every day. This will keep the excitement and engagement levels high as the chances of winning the Nourish hampers as gifts are higher,” adds Richa.
The hashtags of the contest are “#SehatKiSunoNourishHiChuno” and “#NourishTunkiMunki,” and the tag is @worldofnourish.
Mumbai: On Friday, WhatsApp announced the launch of a new film under its privacy campaign in India. The campaign is focused on message privacy and WhatsApp’s interlocking layers of protection that come together to offer users more control and privacy over their conversations.
Conceptualised by WhatsApp and directed by Jess Kohl, the second film under the campaign “It’s coming home” features Indian badminton player HS Prannoy, who created history by winning the Thomas Cup title in May this year.
The film brilliantly depicts the value of privacy and how the team’s WhatsApp group, cleverly named “It’s coming home,” provided them with a secure, private setting where they could not only plan their strategy but also express their emotions in times of self-doubt.
The film focuses on WhatsApp’s privacy features, such as end-to-end encrypted video calls, privacy settings like last seen, and hidden online presence, which guarantee users the privacy and security to share their most vulnerable moments and life-altering dreams, empowering them to live their dreams in private until they are ready to be shared with the rest of the world.
The film comes after WhatsApp’s earlier-in-August launch of a global brand campaign that emphasised the messaging app’s built-in layers of privacy protections added over time and how various privacy features enable and empower people to have meaningful conversations in their most vulnerable moments.
Speaking about the campaign, Meta India director of marketing Avinash Pant said, “WhatsApp’s mission is to connect the world privately and this campaign highlights the multiple ways we defend privacy so users can feel free and confident with their messages. Through this film, we want to celebrate our national champions who brought home the coveted Thomas Cup and demonstrate how WhatsApp provided them a safe space where they felt empowered to have private conversations even during vulnerable moments because they knew their messages were always protected and secure, no matter where they were. We want to show people the closeness that’s possible with WhatsApp’s built-in layers of protection without compromising on the assurance of privacy and personal space to live your dreams in private until they’re ready to be shared with the world.”
Commenting on the film, Prannoy said, “Being a part of the Thomas Cup squad was an honour, and I knew to win the title as a team, we had to communicate as a team and go through those moments of hardship, emotional vulnerability, and self-doubt together. WhatsApp was that safe space for us where we could have conversations, strategize and share our most private moments, thoughts and ambitions away from the public eye. Every time I looked at the WhatsApp group name “It’s coming home” it gave me the confidence and fervour to make my dreams a reality. In a country that loves cricket, my dream was to make people love badminton as much as I do and to inspire the next generation of players to believe in themselves and the sport.”
Mumbai: HP India on Monday announced the launch of its latest range of HP Spectre laptops with a multi-film campaign.
Conceptualised by Lowe Lintas Delhi, the campaign aims to appeal to professionals, both young and experienced, enticing them with the laptops’ intelligent technology and new smart features.
The new HP Spectre comes loaded with intelligent AI-powered features, such as gesture control, auto framing, and glam cam. Lowe Lintas creates entertaining situations through the new films to highlight these three key features. Each film highlights how the end user benefits from these smart features in a relevant yet appealing manner.
Talking about the campaign, HP India chief marketing officer Prashant Jain said, “The AI-based features of the new HP Spectre line-up are designed to help you thrive in today’s hybrid world. The campaign brings to life three truly unique features. We hope to inspire everyone to “Be Your Best You” as you navigate seamlessly across the hybrid environment.”
The films show an interplay between two start-up business partners who are poles apart but are always looking to create the best version of themselves. The situations involve conversations between the two characters – Ravi (Rahul Bose) and Kunal (Ishaan Khatter) – with simple interactions that ease into a technical benefit for a reveal at the end of each of the films. The conversations revolve around a senior, experienced businessman and a young, tech-friendly entrepreneur who introduces a smarter way of making perfect presentations using the HP Spectre.
The sarcastic and witty banter between the characters, which leads to each feature reveal, keeps the films light, special, and yet slightly professional. Despite the light-hearted tone of the films, it remains aspirational and premium to draw in the right target audience of professionals. In a never-seen-before pairing, Ishaan Khatter and Rahul Bose fit the roles perfectly with their sense of humour and comic timing.
Sharing more sights about the campaign, Lowe Lintas regional creative officer Vasudha Misra said, “Sometimes all it takes is going back to basics. Make the product the focal point of the communication. And that is just what we did. To this mix, Sidhant Mago added characters that are steeped in modern folklore – startup founders. And finally, the casting took these films to the next level.”
The integrated campaign is now live across social media and offline media with an extension of the same message across different platforms.
Mumbai: Kia India has launched a new TVC as part of its campaign for its latest product offering, Sonet X-Line.
The TVC is specifically designed to create anticipation for the range-topping Sonet X-Line trim. Contemplating the car’s exclusive looks and flaunt factor, Kia India has positioned the Sonet X-Line as ‘so rare, you just can’t resist it.’
Apart from the television commercials, this new campaign will also be extended to the outdoor and digital media.
This new TVC for the Kia Sonet X-Line captures a young, sophisticated couple living in a pristine white world. In their world, everything is white, from the clothes they wear to the house they live in, and even their pets. Except the car they own, which is the exact opposite – because even this young couple could not resist the unique magnetism of the exclusive matte graphite exterior colour of the Sonet X-Line.
The TVC also highlights all the important product attributes like the exclusive splendid sage dual tone interior, exclusive crystal cut alloy wheels, 26.03 CM (10.25″) HD touchscreen navigation and the BOSE premium sound system with LED sound mood lights.
The campaign illustrates that the Sonet X-Line is a car unlike any other seen on Indian roads, and it surely makes a statement that will not go unnoticed. Consumers today do not wish to feel bound by circumstances; they always want to establish their presence and unique identity, and the Sonet X-Line aims to fulfil this consumer need.
Through this campaign, Kia India intends to reach out to customers who aren’t afraid to express their originality and uniqueness among their peers. Kia India’s communication narrative for the Sonet X-Line focuses on its consumer personas rather than product attributes and has the visual delight to break the clutter from the typical product-centric auto advertising. It has elements that trigger the consumer’s need to own an exclusive product.
Mumbai: On Wednesday, Yardley announced the launch of a new commercial for its all-new range of floral essence shower gels. Aimed at young women, this new range provides a luxurious bathing experience synonymous with a floral spa.
The commercial has been conceptualised by Contract Advertising, a Wunderman Thompson Group company and a member of the WPP Network.
Yardley, with 250 years of legacy in fine fragrances, has continually evolved to remain true and relevant across generations. It believes in inspiring women to showcase their true potential and step up to be the best version of themselves.
Wipro Yardley CEO Manish Vyas said, “While Yardley has always been known for its fine floral fragrances, through this new range of shower gels under the floral essence sub brand, we intend to bring forth the goodness of floral ingredients apart from the fragrance.”
Sharing the inspiration behind the commercial, Contract Mumbai general manager Ayan Chakraborty said, “When you hear of a spa-like experience, something that is invigorating and indulgent immediately comes to mind. This is the thought that we used to launch Yardley’s range of floral essence shower gels. The fragrance uplifts you instantly, and the floral oils work on the skin. It is like being in a spa everyday.”
Adding to this, Contract Mumbai executive creative director Rahul Ghosh explains the approach and the creative thinking behind the ad, “Yardley is a passkey to a world of fragrance and freshness. And in this film, we showcase how its shower gel can transform a daily ritual into a magical moment.”
The floral essence shower gels will be available at the nearest stores and on e-commerce platforms for Rs 225 for 250 ml.
Mumbai: Beverage giant Parle Agro has introduced a delicious new variant to their disruptive flavoured milk portfolio – Smoodh Hazelnut Chocolate. The new offering is the fourth addition to their widely loved dairy beverage range.
Parle Agro has also introduced a high-intensity campaign for the new offering targeting consumers across India. This includes visibility in 90+ channels, digital platforms as well as across one-third of cinemas across India.
Crafted by combining the irresistible taste of top-quality hazelnuts and chocolate and blended with the goodness of milk, the new Smoodh Hazelnut Chocolate is a wholesome, energy-boosting, and nourishing drink. Its creamy and silky texture coupled with the rich taste of hazelnut chocolate is a complete delight to the taste buds and will light up your day in a healthy way.
Smoodh Hazelnut Chocolate is available in Parle Agro’s classic and convenient, single serve Tetra Pak at the price of Rs 10 for an 85 ml pack. Hazelnut-based offerings are typically priced higher than others. Driven by their resolute mission to bring best-in-class products to consumers across India, Parle Agro has been able to once again, draw on their innovative and technology-driven approach to offer a hazelnut flavoured chocolate milk drink at the incredible value of Rs 10, a price dominated by Parle Agro in the beverage category.
Commenting on the launch of the new flavour, Parle Agro joint managing director & CMO Nadia Chauhan said, “We are delighted to introduce Smoodh Hazelnut Chocolate and bring the rich taste of hazelnut and chocolate to consumers across India. This offering is another unique innovation from Parle Agro and we are confident it’ll see much love and acceptance from consumers.”
Apart from Hazelnut Chocolate, the other three flavours that Smoodh is available in are ‘Chocolate Milk’, ‘Toffee Caramel’ and ‘Coffee Frappe’.
Mumbai: Consumer durables technology company Instashield India has rolled out its first ad film on IPL Hotstar, social media platforms, and YouTube. The ad campaign features the benefits of using the company’s plug-n-device ‘Instashield’ which claims to protect oneself from all sorts of viruses, including the coronavirus.
The ad film showcases a family of five members, where a male member is seen advocating the benefits of using the Instashield product. He also tries to compare the difference between an air purifier and a virus slayer. Reacting to the statement by female members ‘phir to ye bahut mehenga hoga and safe to hai,’ the man tries to convince them that Instashield is the best product to keep the family safe and is available at a reasonable price.
Commenting on the launch of Instashield’s first ad film, Instashield’s promoter and director Hitesh M Patel said, “Instashield is a medical device technology, which is a perfect fit to combat the on-going virus challenges. It is a plug-n-play device, which is the need of the hour, and to market, such a product is of utmost importance for us to ensure the lives of people around us are healthy and safe.”
Instashield CEO CS Jadhav shared that the company intends to go really aggressive on promoting this product and going forward, on print and electronic media, digital marketing, influencer engagement and PR as well. It is currently available on e-commerce platforms and the company’s D2C website.
“All our future marketing initiatives will see great and prudent spends as we plan to be present in all geographies across the country,” Jadhav said, adding, “In the ongoing pandemic, the product is the need of the hour and we aim to place ourselves at homes, schools, hotels, hospitals, airports, restaurants and every enclosed place so that each one of us is safe.”
“The ad is created to demonstrate the need to keep your family safe and prevent each other from the ongoing pandemic,” said brand advocate Ankit Khera on ideating and creating the ad film. “The product is simple to use at any place. The tagline of Instashield #TaakiZindagiChaltiJaye ensures people to have a safe and healthy life without any health issues pertaining to the viruses.”
MUMBAI: Mahindra Two Wheelers is pushing its recently launched premium 300cc touring motorcycle Mojo, with an innovative campaign that highlights the joy in the journey through user generated content.
Aimed at the 20 something bike enthusiasts who love the dusty rugged roads and the experiences that come with it, the 360 degree campaign titled ‘Born for the road’ is to unravel in stages starting with the digital leg.
Launched in October 2015, Mahindra’s Mojo is positioned as long distance touring vehicle priced at a premium rate of Rs 2 lakhs (on road) approximately. So far the brand has sold 1000 units of the model. Given the fact that it is a flagship launch from Mahindra in its two wheeler segment, a bulk of the company’s marketing budget is being dedicated for its promotion, with no fixed limitations as off now.
On the need to launch a bike in this new space Mahindra Two Wheelers, Marketing and Product Planning senior GM Naveen Malhotra said, “Mahindra is known for its daredevil and adventurous nature. While our four wheelers give off that image, we are also associated with a racing tournament to further establish ourselves as a sports brand. Secondly there is an increasingly emerging batch of consumers who love the lifestyle that comes with long bike journeys and on road travel. It was a space we wanted to enter given the growing demand for good quality bikes that are comfortable to ride long distances in.”
But with several well-known brands like Harley Davidson, Royal Enfield and Bullet already crowding the segment, it was a challenge to establish a market for Mojo as the first choice for the Indian long road traveller.
“We firstly wanted to build credibility in the customer’s mind aiming our marketing initiatives at the motorcycle enthusiasts. We needed them to understand that the makers behind this two wheeler get what they want from a long distance ride. We started off with a Maker’s Trail, and took some media on a two day bike trail with us,” Malhotra added.
“From the product perspective, there are several differentiators that Mojo enjoys but more than that, what separates Mojo from the rest of the two wheelers available in this segment is the package we offer. A person going for this high range two wheeler is buying it more for the experience and that is exactly what we provide.” Which is why the two wheeler’s campaign also surrounds the experience and the lifestyle of a wanderlust who is in love with the road rather than the ‘cool’ specs the bike has.
Conceptualised by Flying Cursor and directed by Littil Swayamp Paul, the TVC released showcases a bunch of free spirited youngsters who enjoy the journey as they cruise through several Indian cities, highways and villages, with a stress on the harsh terrain routes.
Interestingly the TVC also features a well done cover of Muddy Waters’ Got My Mojo by popular blues band Blues Band Soulmate.
In fact, the brand has made a conscious effort to pick passionate riders for the film shoot instead of regular models and taken them on real joy ride while shooting the entire ad film.
“Barring two, most of the boys and girls you see in the video are hard core riders. We needed them to understand the nuances of a road trip rather than simply posing with the bike. Not to mention we needed them to ensure a long and gruelling road trip across Rajasthan for the shoot. Our whole idea was to make people experience what a road trip is like – the camaraderie that comes from riding together to the excitement finding little joys in the simplest of things, or even finding a very delicious food in an unexpected roadside dhaba. We shot across in various locations in Rajasthan, ensuring that none of them has appeared anywhere before,” explained Flying Cursor director & co-founder, Shormistha Mukherjee.
The highlight of the campaign is the clever use of user generated content the brand plans to use with the secured footages from the long bike ride the agency and the brand arranged for the film shoot.
With an aim to engage consumers on a one on one basis, and to let them experience the product, the brand has conducted several long bike rides for the enthusiasts with the last one being a four day trip across 1000 kms covering several well-known wildlife sanctuaries in South India. There are plans to conduct two more long bike rides with the Mojo Tribe, the next one being a mountain trail.
“We don’t see this campaign ending with the TVC launch. We have far wider plans to engage our consumers through fun user generated content that we have acquired through the trips with Mojo Tribe. Each one will tell an interesting story to the audience through our digital and social media touch points,” Malhotra promised.
